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The following are the SEO Certification modules covered in the 8-week PraxisNow Certified SEO Practitioner programme.

 

THE SEO CERTIFICATION WORKSHOPS

SEO Strategy Development 
INTRODUCTION TO SEARCH STRATEGY: CORE

There are many ways that an SEO project can be approached and choosing the right strategy from the outset is a major determinant of SEO project success. Your strategy should focus on an online search segment that is a balance being worthwhile search volumes and viability for your organisation to realistically attain search traction based on its existing authority level.

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SEO Behavioural Targeting 
RESEARCHING TARGET SEARCH BEHAVIOURS:  CORE 

With the introduction of Google’s Hummingbird algorithm in 2013, traditional key-phrase research has become a subset of behavioural targeting in SEO. The process of identifying the search behaviours of your target audience now includes the need to define marketing personas and understand the true intentions behind their behaviours. Google calls this “semantic” search and it has significantly changed the way in which we now approach an SEO project.

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Key-phrase Clustering in SEO 
SEMANTIC SEARCH AND KEY-PHRASE CLUSTERS: CORE

A key part of researching semantic search behaviours is understanding the “language” of your targeted persona. When this language is known, key-phrase “clusters” can be identified which [ave the way for future content development that will drive the different techniques used in targeting short, medium and long tail search behaviours. This will allow you to align your implementation strategy to your researched behaviours and to position your website in a manner that is practical and which can build authority over time. [/two_third_last]

seo-page-optimisation-150 
ON-PAGE OPTIMISATION: CORE

Covers the basics of SEO and ensures that your website is currently set-up to align to the search behaviours you have researched. Whils this module will focus primarily on key-phrase targeting, it is presented in the wider context of the new semantic search environment and will be revisited later in the programme to align page-level optimisation to persona-driven content. [/two_third_last]

Website level search optimisation 
WEBMASTER TOOLS AND WEBSITE OPTIMISATION: CORE

There are several things you can do that are not immediately obvious which can significantly impact your website’s search performance. Understanding how Google’s (and Bing’s) Webmaster Tools interact with your website and how they can be used to improve your website’s search performance is the focus of this module.  [/two_third_last]

Website Structure in SEO 
BUILDING A WEBSITE STRUCTURE FOR SEO SPIDER INDEXING: CORE

This module will help you to decide on the core structure of your website in such a way that it can be most easily indexed by the search engines and is a way that confers maximum authority of the more important content sections as they are defined. [/two_third_last]

International SEO and geographic targeting / geo-location
INTERNATIONAL SEO FOR EXPORTING BUSINESSES: PREMIUM

Understanding the unique challenges and major differences between international SEO and Ireland-only SEO is critical if you are to acquire a search presence in the export markets you target. This module is an advanced module which focuses on the issues of geo-location and geo-targeting specific content to individual countries.[/two_third_last]

Content search engine optimisation 
GOOGLE’S VIEW OF CONTENT: INTERMEDIATE

Whilst high quality, original content is a key component of the modern SEO paradigm, it is critical to understand how Google interpret’s high quality content and how it scores quality and originality both in basic textual content and in rich media such and video and other media types. It is alone insufficient to have good quality, original content on your website; you must “prove its authenticity” to Google before it is recognised as such.[/two_third_last]

Competitor Analysis in SEO 
ANALYSING COMPETITORS IN SEO: PREMIUM

Your SEO competition are the occupiers of screen real-estate on the search results pages for key-phrase search behaviours that define your target audience. They are not necessarily your traditional day-to-day competitors and how you compete with them will determine your ability to displace them.[/two_third_last]

Google Analytics in SEO 
GOOGLE ANALYTICS AND SEO REPORTING: INTERMEDIATE

Major recent innovations in Google Analytics has made it extremely powerful at presenting granular information that you can use to streamline your SEO initiative. Pre-defined downloadable dashboards and advanced segments are just part of the new, user-friendly Google Analytics initiative to make it accessible by all.[/two_third_last]

Outbound links and your SEO Neighbourhood 
OUTBOUND LINKS AND SEO : CORE

How to use outbound links to help Google draw relevance for your content and how to associate your content with other, credible, high-authority sources on the internet that will improve your search ranking.[/two_third_last]

Identifying, Targeting and Developing an SEO Community 
INBOUND LINKS AND SEO: CORE

An introduction to inbound link quality, link development and how authority is transferred in links. Google updates over the past few years have radically changed how it interprets your inbound links and this module will set the ground rules for future inbound link development.[/two_third_last]

SEO Link Building & Link Development 
SEO LINK DEVELOPMENT: INTERMEDIATE

Now that you understand the ground rules, this module will help you identify the best sources of quality inbound link candidates for your company. In many cases, due to teh labout intensity of inbound link development, this module will also cover the “link building brief” which you may provide to an outsourced service provider. [/two_third_last]

Structured Markup and SEO Rich Snippets 
RICH SNIPPETS: INTERMEDIATE

Google, Yahoo, Bing and many others have now adopted a common “markup language” which is used to provide more detailed information of the nature and type of content which your website may contain. Google in particular is finding exciting new ways to use this data from providing richer search results to ultimately fonding out more about you and sharing it across you many online footprints. [/two_third_last]

SEO Local Search Google Places Google Maps 
LOCAL SEO: CORE

The ever evolving and merging Google Places, Maps, G+ and other Google services provide new opportunities for local businesses to increase their presence in the organic search results using a host of new capabilities that have only recently come into play. Google’s local search is particularly relevant to businesses that operate from a bricks and mortar premises such as retail and many professional services. [/two_third_last]

Google Authentication of Content for SEO Organic Ranking Improvement 
SINGLE VIEW OF AUTHOR / PUBLISHER: INTERMEDIATE

This module covers how Google combines the information it knows about you to create a process of authentication which it can use to impact the ranking of any content that you publish on the internet. [/two_third_last]

Staying updated on SEO 
KEEPING ABREAST OF THE LATEST GOOGLE SEO AND OTHER UPDATES: PREMIUM

The final SEO Certificate module is designed to ensure that you have an on-going process of staying up-to-date in SEO. Without forcing you enter an never-ending study mode, this module will cover the best SEO information sources on the internet and will help you formulate a process that will keep you up to speed and maintain your corporate website is ship-shape no matter what the future may hold. [/two_third_last] [box]

To find out more and for the next start date, please contact us at.

01-2360076[/box]

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